Post by account_disabled on Jan 2, 2024 22:41:57 GMT -5
The WARC Media Awards , in their fifth edition, reward, at a global level, those media activations and planning with a positive impact on business results in several categories. Among them, the application of emerging technologies that demonstrate their effectiveness in achieving positive business results is valued. 'Ask for that mouth' arose from McDonald's commitment to innovation and technology, to respond to the needs of its consumers . In this specific case, it was also about highlighting the safety and effectiveness of the McDelivery service , at a time when consumers needed, more than ever, to feel safe.
The design and development of the action was carried out by OMD , together with Clear Channel . Based on the knowledge of the great boom in the use of voice assistants on a daily basis, a circuit of Phone Number List voice-activated mupis was installed on public roads in Madrid , where users could place their McDelivery order using only their voice, receiving a code QR to redeem orders of up to €15 at McDonald's for free through the Glovo app.
The digital voice mupis circuit impacted more than half a million people, obtaining recognition 11 points higher than the rest of similar activations tested by the brand. In terms of efficiency, in unpaid media, we impacted an audience of 41MM individuals with a media value of nearly €500,000, thus managing to reduce the cost of the impact per individual and amplify the contracted impact by 7,728%.
The design and development of the action was carried out by OMD , together with Clear Channel . Based on the knowledge of the great boom in the use of voice assistants on a daily basis, a circuit of Phone Number List voice-activated mupis was installed on public roads in Madrid , where users could place their McDelivery order using only their voice, receiving a code QR to redeem orders of up to €15 at McDonald's for free through the Glovo app.
The digital voice mupis circuit impacted more than half a million people, obtaining recognition 11 points higher than the rest of similar activations tested by the brand. In terms of efficiency, in unpaid media, we impacted an audience of 41MM individuals with a media value of nearly €500,000, thus managing to reduce the cost of the impact per individual and amplify the contracted impact by 7,728%.